Chapter Chapter 8: Creative Planning, Strategy and Development 1 Mar. 3 Account management vs. Creatives Conflict Creatives do not have : sales ability, communication ability to sell to clients Behind every great ad = a good client Behind every bad ad = a client that is playing its safe Advertising Creativity Creative Strategy determining what the advertising message will say or communicate Creative Tactics determining how the message strategy will be executed Ex. The silhouettes campaign for the iPod is an Example of creative advertising Ethnography observation of people using your product Ex. Absolut's advertising represents Synergy between creative and media Branded the shape of their bottle very successful The Ideal Power Idea Should... Be Describable in a simple word or phrase Be likely to attract the prospect's attention Revolve around the clinching benefit Allow you brand the Advertising Let prospects vividly experience the (benefit of the) goods Two Perspectives on Advertising Creativity The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems Creative: what is creativity to you? Suits: its not creative unless it sells it Artists: only artistic value Mar. 5 Creative people are often collectors Right brain thinkers think more abstract, Left brain think more linear (good at math) Ex. Wrigley's gum takes a creative risk Person on the management side needs to understand creativity because they have to direct it Ex. Wieden + Kennedy has developed very creative ads for Nike &quot;I smell goodness&quot; Chapter Young's Creative Process Immersion getting raw material, data, immersing one's self into the problem to get the background Digestion ruminating on the data acquired, turning it this way and that in the mind Incubation ceasing analysis and putting the problem out of conscious mind for a time Illumination a sudden inspiration or intuitive revelation about a potential solution Verification studying the idea, evaluating it, and developing it for practical usefulness &quot;Pursuasion is not a science, its an art...&quot; Wallas' View of the Creative Process Preparation gathering info Incubation Verification Illumination Getting Creative Input Read anything related to the product or market Use the product to become familiar with it Listen to what people are talking about Work in and learn about clients business Ask everyone involved for information Ex. Sweet November, What Women Want Verification and Revision of Ideas &quot;You can't find out what people think about an idea by asking them&quot; Blink Objective - evaluate ideas generated - reject inappropriate ideas - refine remaining ideas - give them final expression 2 - Techniques - Directed focus groups Message communication studies - Portfolio Tests - Viewer Reaction profiles Top 10 Advertising Slogan of the Century 1. De Beers 2. Nike 3. Coco Cola (see power point) Diamonds are forever Just do it! Chapter 3 An Advertising Campain Marketing Communication Activities interreated, integrated, coordinated Centered on a Theme or Idea In different Media, Over a Time period Philip Morris &quot;Marlboro country&quot; BMW &quot;The ultimate driving machine&quot; General Mills, Wheaties &quot;Breakfast of champions&quot; Building a Copy Platform Outline 1. Basic problem advertising must address 2. Advertising and communications objections 3. Specify target audience Model of Marketing Information Flow Knowledge of Vital marketing Information Client gatekeepers (Brand Manager) Internal Client decision on sharing Information with the agency Creative staff art is created Approaches to the Major Selling Idea: USP Unique Selling proposition Benefit buy this product or service and you will benefit this way or enjoy this reward Unique must be unique to this brand or claim; something rivals can't or don't offer Potent the promise must be strong enough or attractive enough to move people David Ogilvy Brand image or personality is particularly important when brands are similar &quot;brandages&quot; &quot;Ever ad must contribute to the complex symbol that is the brand image.&quot; Leo Burnett Find the inherent drama or characteristic of the product that makes consumers buy it &quot;is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals&quot; ex. Tony the tiger, keibler elves Creating a Brand Image Used when competing brands are so similar that is difficult to find or create a unique attribute The creativity <a href="/keyword/sales-strategy/" >sales strategy</a> is based on a strong, memorable brand identity through image advertising Often used for products such as soft drinks, perfume, liquor, clothing, airlines Ex. Reebok uses image advertising &quot;I am what I am&quot; Client/Agency Communication Agency Gatekeepers Agency gatekeeper decision on sharing client info with staff Chapter 4 Positioning establish a particular place in the customer's mind for the product or service - based on product attributes/benefits, price/quality, use or application, type of user, etc ex. IMB positioning itself as a provider of business and consulting services ex. Creative campaigns now extend to the internet